Coining Your Trademark
When it comes to coupling technology with creativity, our life blood is innovation. Having someone manage your digital marketing campaign can either replace or compliment a lot of the active work that goes into traditional marketing. Do direct mailers and door hangers still work? Short answer--yes http://bit.ly/XQ6MvN . However, given the massive amounts of messages and advertisements we are greeted with (we are talking tens of thousands), the digital space is no longer something that most of us can afford to overlook--especially if you are aiming to reach valuable consumers according to the Chief Marketing Officer Council World Wide (CMO) "Business-to-consumer (B2C) e-commerce sales worldwide will rise nearly 20% to reach $1.471 trillion in 2014. July 2014" http://bit.ly/1AWY0fJ
Several of my business savvy friends ask me why people should choose my services above industry competitors. Simply put--I'm palatable. With that in mind, I decided to compile a series of posts to walk you through the ways that my partners and I can bring value to your individual or business endeavors.
I find it interesting when people tell me that their target market is anyone that is willing to buy from them. In college we examined case studies conducted by major corporations. One that stands out is a major purse company that narrowed down their target consumer to a 35 year old professional woman with financial parameters that could justify a purchase of a high-end bag, but opted for a more affordable option that still fell within the lines of 'sophisticated' http://bit.ly/1KS1UMu . While having a target this specific may require a highly skilled research and development team, at the very least lending a bit of attention to this area helps us avoid derailment when it comes to structuring our advertising campaigns. A few questions you may want to consider asking yourself while going through this process:
- What age range would likely engage in my service or product?
- Would my customer be a bargain shopper or high-end boutique type?
- What type of cars do my customers typically drive?
(You are essentially profiling your customers which will help you narrow down a target.)
Details matter. There are several elements within industries that make companies stand out--albeit longevity, experience, reputation, affiliation, and historical wins. Timing and follow-up are also highly valued. I recall reaching out to friend that had access to plenty of well established resources. He had a very specific requirement that needed to be addressed within a certain time frame. My follow-up and responsiveness afforded me the opportunity to take on the project. Face time and showing up when you say you will goes a long way.
Have you ever heard of the expression, 'your smile is your trademark'? Well I can attest to this truth. People enjoy working with those that they can relate to, approach, and consult with. Most of us are familiar with this concept but we tend to neglect this rule when it comes to choosing the right tools to run our business. A while back, I worked with an agency that purchased several learning tools and software with the foresight that they would face rapid future growth. They did, however, the knee-jerk reaction did not allow for the anticipated downtime that was needed to implement these additions. The people and tools that you choose to incorporate into your operations will directly impact the sustainability of your business.
When setting the premise for your trademark, keep these factors in mind. You may be entering an industry that contains providers of your same service with more time and experience in a given field. This does not necessarily put you at a disadvantage. Remember to ask yourself the following questions:
- What makes my service or experience more favorable?
- Do I deliver what I promise?
- Am I responsive?
- Do I know what my ideal prospect looks like? how they behave? what they like?
- Do I have the tools that are compatible with my needs?
- What are my transferable skills?
For more tips and information on coining your trademark, be sure to follow me on my social handles and look out for my subsequent posts in the coming weeks!
Branding - Social Media Marketing - Creative Direction - Digital Advertising